Flora Soames

Interior Designers' Website

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Flora Soames is one of the UK’s biggest names in interior design. Named as one of House and Garden’s Top 100 interior designers, Flora’s discerning eye and instinct for channeling both old and new has been formed through a lifetime love of collecting furniture, textiles and accessories.

Since 2015, March has supported Flora as she built her interior design business. We created Flora’s original interior designers’ website; a portfolio solely focusing on her interiors business. However, as her star has risen and she moved into creating products, Flora realised she needed a new website that reflected this change.

Interior Designers' Website
Lampshades and Fabrics by Flora Soames. Image © Flora Soames Fabrics

The Challenge

In 2019, Flora launched her range of products; fabrics, wallpapers, lampshades and cushions. She challenged March to create an online presence that would showcase her interiors and her new products with equal weight.

Firstly, the site would have to look fantastic, promoting Flora’s Fabrics and Wallpapers to a new online audience. While the site would not be e-commerce, there would be a method for buyers to make enquiries and request samples.

Launching these new products was just the beginning for Flora. In time, the shop would grow, so the site would need to be flexible enough to accommodate new ranges as and when they launch.

Flora needed us to have the site ready for her press event in June 2019. It would also coincide with the launch of her new branding.

Cornucopia Fabric by Flora Soames
Cornucopia fabric by Flora Soames. Image © Flora Soames Fabrics

The Solution

As always, we began the process by taking the time to understand Flora Soames’ business, her target audience and what she needed for her site.

We sat down with Flora and her team to go through her inventory, creating a suitable taxonomy; effective ways of classifying the content. We presented this as information architecture documents, later expanded into low-fidelity wireframes.

Once Flora and her team approved these wireframes, it was time to begin designing.

Interior Designers' Website Tablet View
Interior Designers' Website Mobile View

We developed the site in WordPress, with fully mobile-responsive features.

The new website was launched in time for Flora’s successful press events in June. Flora and her team were delighted with the new interior designers’ website.

Interior Designers' Website Desktop View Tabet Website Mobile Site

Flora Soames Website

Since the launch, Flora’s new products and website have been featured in publications including House & Garden, The Sunday Times and Tatler.

March created a solution that has grown with Flora’s business. As new ranges are launched, they can be easily integrated into the site. Currently, categories on the site include Furniture, Lampshades, Cushions, Eiderdowns and Accessories.

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